Dynamic ranking of recommendation pairings

ABSTRACT

A graphical user interface (GUI) may be provided by a computing system that implements a database system for presentation at a client device. The GUI may display a designated one or more criteria for selecting one of a plurality of recommendations for a target object instance associated with a designated object definition. A predictive model for determining a propensity score for selected ones of the plurality of recommendations in association with the target object instance may be configured. The propensity score may be a function of one or more data field values associated with the target object instance and may be configured based on user input received via the graphical user interface. The predictive model may be stored on a storage medium for retrieval when selecting recommendations in response to requests received to access instances of the designated object definition.

COPYRIGHT NOTICE

A portion of the disclosure of this patent document contains materialwhich is subject to copyright protection. The copyright owner has noobjection to the facsimile reproduction by anyone of the patent documentor the patent disclosure as it appears in the United States Patent andTrademark Office patent file or records but otherwise reserves allcopyright rights whatsoever.

FIELD OF TECHNOLOGY

This patent document relates generally to database systems and morespecifically to integrating a predictive model for determiningrecommendations.

BACKGROUND

A challenge for businesses is figuring out which product, service, oractions are appropriate fits for new and existing customers. Consumersare bombarded with advertisements, offers and promotions and they aregetting immune to these, especially because most of it used to be basedon what the company wants to promote, rather than what the individualwants or needs. Broad brush rules, such as heuristic or intuitive rules,or customer segments, are not able to achieve the same performance as apersonalized recommendation that is unique to each individual customer.Providing such irrelevant offers may frustrate customers leading todissatisfaction or even attrition.

Thus, there is a need for an improved systems and methods fordetermining appropriate products and services that are relevant forparticular customers to drive sales of products or services.

BRIEF DESCRIPTION OF THE DRAWINGS

The included drawings are for illustrative purposes and serve only toprovide examples of possible structures and operations for the disclosedinventive systems, apparatus, methods and computer program products forproviding recommendations in the context of database systems. Thesedrawings in no way limit any changes in form and detail that may be madeby one skilled in the art without departing from the spirit and scope ofthe disclosed implementations.

FIG. 1 illustrates an example of a method for dynamically rankingrecommendation pairings for a given object instance, performed inaccordance with one or more embodiments.

FIG. 2 shows a flowchart of an example recommendation strategy system,arranged in accordance with one or more embodiments.

FIG. 3 shows a prediction configuration method, performed in accordancewith one or more embodiments.

FIGS. 4-6 show examples of UIs for specifying object definitions andassociated features for a prediction configuration, provided inaccordance with some implementations.

FIG. 7 shows an example data structure for storing responses, arrangedin accordance with one or more embodiments.

FIG. 8 shows an example method for generating a recommendation strategy,performed in accordance with one or more embodiments.

FIGS. 9-12 show examples of UIs for generating a recommendationstrategy, provided in accordance with one or more embodiments.

FIG. 13 shows a diagram and corresponding chart illustrating apredictive model training procedure, arranged in accordance with one ormore embodiments.

FIG. 14 shows an example method for cold start data gathering andprediction modeling, performed in accordance with one or moreembodiments.

FIG. 15 shows an example method for determining recommendations foroffers, performed in accordance with one or more embodiments.

FIG. 16 shows a block diagram of an example of an environment thatincludes an on-demand database service configured in accordance withsome implementations.

FIG. 17A shows a system diagram of an example of architecturalcomponents of an on-demand database service environment, configured inaccordance with some implementations.

FIG. 17B shows a system diagram further illustrating an example ofarchitectural components of an on-demand database service environment,configured in accordance with some implementations.

FIG. 18 illustrates one example of a computing device, configured inaccordance with one or more embodiments.

DETAILED DESCRIPTION

Some implementations of the disclosed systems, apparatus, methods andcomputer program products are configured for integrating a machinelearning prediction platform with business rules to sort recommendationsin near real-time based on propensity of the target object to accept.The predictive model is continuously updated with recommendationresponses received by the system (closed-loop feedback). The describedsystems and methods also provide a solution to the “cold start” problemto provide recommendations for building a prediction model when data islacking.

As described in further detail below, such prediction platform may beseamlessly integrated with any type of application or service such as aCustomer Relationship Management (CRM) Platform, a social networkingsystem, or any other consumer or business software. While CRM platformsare discussed herein as an example of an application or service, theexamples of applications or services described herein may be substitutedfor any suitable application or service such as those described above.

Existing methods use heuristic and intuitive rules to establishedproduct fit recommendations. However, these broad-brush rules do notachieve the same performance as a personalized recommendation that isunique to each individual customer. Machine learning approaches forpersonalized recommendations work when substantial amounts of data areavailable. However, businesses with large catalogues of productsincrease the chances that they will offer customers irrelevantservices/products because the machine learning (ML) models are poorlytrained.

By way of illustration, Raymond works as Inside Sales for a SunriseInsurance, a major insurance provider that serves high-touch B2C(business-to-consumer) and smaller B2B (business-to-business) clients.He primarily focuses on existing accounts and increasing their share ofwallet across their entire product line, for instance by offering Homeor Renter's insurance products to existing Auto insurance customers.However, simply offering additional insurance products to existingcustomers, who do not need such products or already have purchasedsimilar products, may frustrate customers who may feel pressured byunwanted solicitations or annoyed by receiving irrelevant information.

Using conventional techniques, offers may be provided in accordance withstatic rules. For example, the in-house marketing team at SunriseInsurance may define account outreach strategies each quarter based onad-hoc analyses about which types of customers are most likely topurchase specific products. These strategies also include various statespecific rules based on which products can be sold in each state.However, the application of static rules ignores customer-specificcharacteristics.

Using conventional techniques, Raymond can manually review customerinformation and attempt to intuit which products the customer may beinterested in. However, such profile information may be extensive, andreviewing it may be time-intensive. Further, Raymond may not have acomprehensive grasp of what a customer with similar characteristicswould be likely to purchase, which may lead to inaccuraterecommendations. Additionally, Raymond may be restricted from viewingcertain personal information. Thus, using conventional techniques,Raymond is likely to provide an offer that is insufficientlypersonalized or adapted to the particular customer, resulting in lowerconversion rates and customer satisfaction.

By contrast, some embodiments of methods and systems described hereincan be implemented with existing business strategies and rules to makepersonalized recommendations based on a target customer'scharacteristics and historical data. Returning to the above example, thein-house marketing team may apply a single prediction model to variousproducts and configure the model to score the product offers based on acomprehensive set of customer data to show the likelihood of aparticular customer to purchase or accept the offer. Now, as Raymondlogs into his prioritized list of Accounts to call, he is able to seethe most relevant product recommendations, determined by a predictionmodel, that are based on the customer's likelihood to purchase theproduct. The prediction model was able to learn these patterns based onhistorical information about each customer's demographic information,past product purchases, claims history, and any other life eventscaptured by a prediction engine. Advantageously, the marketingdepartment at Sunrise Insurance is able to enforce the business rulesupstream (i.e. suppressing invalid offers based on the customer's stateof residence) as part of strategy definition, which allows Raymond totruly focus on the customer interaction and provide the best pre-salesexperience.

In some implementations, the disclosed systems and methods can alsoprovide solutions to a cold-start problem, in which insufficient data isavailable for forming accurate predictions. A similar A/B testingsolution may also be implemented to maintain a robust dataset for allpotential recommendations.

With reference to FIG. 1, shown is an example of a method 100 fordynamically ranking recommendation pairings for a given object instance,in accordance with one or more embodiments. FIG. 1 is described below incontext of FIG. 2 which shows a flowchart of an example recommendationstrategy system 200, in accordance with one or more embodiments. At 102,one or more recommendations, such as recommendations 202, are identifiedfor an object definition. In various embodiments, object definitions maybe customized and defined by a user such as a system administrator,account administrator, or other such individual.

In certain implementations, an object definition may be a contactassociated with an account. In other words, an object for therecommendation strategy may be defined as a contact. Such contacts maybe customers, such as direct consumers or businesses that purchase fromthe account. Alternately, or additionally, objects may be defined ascases, leads, accounts, opportunities, offers, promotions, etc. The term“object instance” may be used herein to refer to a particular one of adefined object, and may be referred to herein as “target objectinstance” or simply “target object.”

In various embodiments, recommendations may include products,promotions, discounts, free trials, paperless billing, productrecommendations, automatic payment enrollments, or other offersassociated with a target object in a given business context. Suchcontexts may include, but are not limited to: banking or investmentaccounts, credit accounts, insurance policies, and purchase accounts.Such recommendations may be determined by marketing or other businessconsiderations. For example, if a particular insurance policy has beenundersold over the past quarter, an insurance provider may decide toprovide a promotion on such insurance policy as a possiblerecommendation to its customers.

Although the following figures and examples are described withreferences to offers, it should be understood that recommendations mayadditionally or alternatively correspond to other elements such asactions. Such actions may be taken by customers, sales representatives,or other individuals. As examples, actions may include requesting aphone number of a customer if contact information is missing for thecustomer, or escalating a particular issue based on the type ofcomplaint.

At 104, prediction configuration is generated. According to variousembodiments, generation of a prediction configuration may involveidentifying the types of information and data to collect and build aprediction model from such information and data. A prediction engine,such as prediction engine 240, may be configured to generate apredictive model (or “prediction model”) based on the predictionconfiguration. The configuration of a prediction engine is furtherdescribed with reference to method 300 of FIG. 3. At 106, arecommendation strategy is determined. As shown in FIG. 2, arecommendation strategy may be determined for strategy engine 204, whichcomprises one or more business rules 210. The generation of arecommendation strategy is further described with reference to method800 of FIG. 8.

Strategy engine 204 may further be associated with prediction engine 240to further score and target the recommendations that satisfy businessrules 210. In this way, a more relevant recommendation may be selectedfor presentation for a given object instance at 108, such as selectedrecommendation 206 shown in FIG. 2. Selected recommendations 206 may bepresented to a customer associated with the target object instance.

For example, in some embodiments a customer service agent (e.g., at acall center) may make recommended offers to clients over the phone. Byway of illustration, John has been a loyal customer with Ohana bank for11 years and actively uses his credit card with the bank. Recently Johnnoticed that his expenses were getting closer to his credit limit, so hecalls Ohana Bank customer service line to request an increase to hislimit. Customer service agent Maria agent takes the call, immediatelycreates a new case to capture John's request. As Maria verifies John'sSocial Security number and submits the request for credit increase,several recommendations for upsell offers are triggered based on theprediction model, including a new IRA account for him and a newlycreated Life insurance instrument to save some of his money for futurehome purchase. In a similar manner, an inside sales representative maymake recommended offers to account prospects (e.g., leads) or upsellproducts or services to existing customers. As another example, afinancial advisor or personal banker (typically at a retail location)may make recommended offers to their clients in person.

In yet another example, recommended self-service offers may be presentedto the end consumer interacting on a website or mobile application. Byway of illustration, Rachel logs into her bank's website to pay a coupleof bills and checks on her recent spend for the month. She uses thewebsite to pay utilities and other bills and also pay off her creditcard in full amount before the due date. Offers to her can be made atdifferent times during her session such as: when she logs off from thesite, next to her “Accounts Overview” screen as she is reviews herbalance etc., embedded on her monthly statement that is emailed—likelyin the email body itself, as an offers alert or pop-up message on thewebsite, or on the main website before she logs in once her browser hasbeen associated with a cookie.

Target responses to the recommendations may be stored in featuredatabase 250. Such responses may be received by various mechanisms. Forexample, a representative, such as a customer service agent, insidesales representative, financial advisor, or personal banker, may recordresponses after making the recommended offers to customers. Forinstance, if John confirms his interest in opening the IRA account,Maria the agent can click Accept on the recommendation, which may launcha flow which guides Maria through the step-by-step process of opening anIRA account.

In some embodiments, a website or mobile application may track endconsumer responses based on user activity of the end consumer on suchwebsite or mobile application. The responses may include variousfeatures related to the respective object instance and/or respectiverecommended offer. In some embodiments, target responses may correspondto whether an associated offer is accepted. However, other possibleresponses include various downstream conversion metrics that may beattributed to a presented recommendation, such as product purchase dataor particular action taken by a customer or customer representative.

In some embodiments feature database 250 is a table level distributeddatabase system configured to store and associate the features with therespective object instances and recommended offers. The storage ofresponse data is further described with respect to FIG. 7 below.

The data stored in feature database 250 may be used as training data todynamically update prediction engine 240 resulting in an adaptivelearning loop 260. Data gathering for the prediction model is furtherdescribed with reference to FIG. 13. As more training data is received,the prediction engine 240 is updated to make more accuraterecommendations in strategy engine 204 to recommend more targetedoffers. However, in order to maintain a robust dataset for all potentialoffers and to prevent certain offers from being overrepresented, thedescribed systems and methods provide an A/B testing solution which isfurther described with respect to FIG. 14. A similar technique isimplemented to obtain sufficient data with a diversity of responses forcreating the predictive model while seamlessly providing recommendationsbased on the recommendation strategy. This cold-start solution isfurther described with reference to FIG. 15.

With reference to FIG. 3, shown is a prediction configuration method300, in accordance with one or more embodiments. FIG. 3 is describedbelow in context of FIGS. 4-6, which show example user interfaces (UIs)for specifying object definitions and associated features for aprediction configuration, in accordance with one or more embodiments.

At 302, an object definition for prediction is selected. In variousembodiments, the object definition designates the type of object withrespect to which the prediction engine will score recommendations. Asdescribed, an object definition may be customized and defined by theuser. An object definition may be defined as contacts such as customers,as well as cases, leads, accounts opportunities, etc. For example, auser may access a prediction configuration on a user interface of a CRMplatform, such as a user interface 400. User interface 400 may bedisplayed on a computing device of a user of an application or service.As shown in FIG. 4, in some embodiments, user interface 400 displays alist 402 of possible object definitions. Such object definitions may bedesignated by an object label and/or object name. User interface 400 mayalso display a search bar 404 for receiving input to search forparticular object labels or object names.

As shown in FIG. 4, the “contact” object label has been selected.However, other object definitions may include, without limitation,accounts, assets, cases, external accounts, leads, money transfers,opportunities, orders, order products, etc. The selected objectdefinition identifies an object type for the recommendation model tobase scoring predictions on. For example, the prediction model may scoredifferent offers based on features and other data associated with aparticular object.

In some embodiment, a likelihood or probability of acceptance of anoffer by a particular contact may be modeled as a propensity score. Forexample, with contacts selected as the object definition, the predictionmodel will generate scores for different offers corresponding to thelikelihood of acceptance of such offers by particular contacts.

In some embodiments, multiple object definitions may be joined withother related objects to enrich the machine learning features. Forexample, opportunities, accounts, and contacts may be selected to makepredictions for the acceptance of an offer provided in the context of anaccount. For instance, offer information may be combined with accountinformation, contact information, and other such data to improve thequality of the prediction.

At 304, a segment group of the object definition is determined forpredictions. According to various embodiments, a segment groupidentifies a subset of the selected object definition and allows theprediction to be focused on particular groups, such as particular groupsof clients, a sales region, or a division in the user's company. Theobject definitions may be focused based on features or othercharacteristics associated with the object definitions. For example,Sunrise Insurance may provide insurance policies for a number ofdifferent contacts, including homeowners, renters, automobile owners, aswell as company employees and students. Sunrise Insurance may want toexclude contacts who are homeowners from predictions for recommendationsof particular offers.

FIG. 5 shows user interface 500 for determining segment groups of objectdefinitions. In row 550, the “contact” object definition is identified,and “homeowner” is selected as a feature of the segment group in theobject field column. An operator of “equals” and a value of “false” isfurther selected in row 550. As such, the segment group of the objectdefinition of contacts includes only contacts who are not homeowners.Additional rows may be added at 552 to further focus the selected objectdefinitions. Various other features or characteristics associated withthe object definition may be selected for the object field column, suchas those shown in FIG. 6. The conditions identified in rows 550 and/orother rows may be set with various other operators, such as greater thanor less than, and other values, such as true or a numerical value. Incertain embodiments, multiple rows of segment groups may be appliedusing Boolean logic at selection 554.

At 306, one or more object fields are selected for prediction. Accordingto various embodiments, the prediction model may be further customizedby selecting particular object fields of the object definition. Forexample, each object instance of a contact may include various objectfields that indicate different characteristics of the contact, such asgender, age, or other such properties.

FIG. 6 shows user interface 600 for selecting object fields, inaccordance with one or more embodiments. In some implementations, userinterface 600 displays a list 602 of possible object fields. Such objectfields may be designated by field label, field name, and/or data type.These object fields may include, without limitation, account name,assistant, assistant phone, attrition reason, auto renew, birthdate,car, contact owner, created by, current age, etc. User interface 600 mayalso display a search bar 604 for receiving input to search forparticular object fields.

As shown in FIG. 6, all object fields are selected, allowing theprediction engine to generate a predictive model based on all fields forcontacts to score recommendations. On the other hand, if the “birthdate”object field was deselected, for example, the prediction engine wouldnot consider the birthdate or age of contacts in generating a predictivemodel.

At 308, the prediction configuration information is stored. In someembodiments, the prediction configuration information from steps 302-306may be stored in a database, such as in feature database 250 or otherdatabase associated with prediction engine 240. The feature database250, or another database associated with predicted engine 240, may beconfigured to store response data corresponding to selectedrecommendations.

FIG. 7 shows an example data structure 700 for storing responses, inaccordance with one or more embodiments. As responses are recorded,either by a representative or automatically via website or applications,the target object and the selected recommended offer may be associatedand stored. In other words, data associated with the target object anddata associated with the offer recommendation are stored along with theresponse (acceptance or rejection) of the recommendation. As shown inFIG. 7, data structure 700 may be represented as a table with columns702-720 and rows 750-754. Although a given number of rows and columnsare depicted in FIG. 7, data structure 700 may comprise any number ofrows and columns to suit the data collected and stored.

In data structure 700, each row of the data set represents a response toa recommendation associated with a target object. According to variousembodiments, the data set may be used as training data to generate orupdate a prediction model by the prediction engine. Column 702 storesthe target identification (ID) identifying the target object associatedwith the recommendation. In various embodiments, the Target ID may be anidentification code or other description corresponding to the targetobject. Columns 704, 706, and 708 store object features associated withthe target object. Such object features in columns 704-708 maycorrespond to values of the object fields selected at 308 usinginterface 600. In some embodiments, the object features may either beraw or derived from the selected object fields, aggregations from childobject instances or object fields from parent object instances computedthrough joins and other transformations. Although columns 704-708 aredepicted, data structure 700 may include any number of columns toaccommodate each object field selected at 308.

Column 710 stores the Offer ID which identifies the recommendationpresented to the customer. In various embodiments, the Offer ID may bean identification code or other description corresponding to the offerassociated with the target object. Columns 712, 714, and 716 store offerfeatures associated with the recommended offer associated with thetarget object. Such offer features may be the values of thecharacteristics or fields of the particular offer object instance andits parent or child object instances. Such offer features may indicatecharacteristics such as the size of a discount, the duration of thepromotion, product type, the mode of the offer (i.e., in-person, video,image, interactive, etc.), and other object fields for an offer.Although columns 704-708 are depicted, data structure 700 may includeany number of columns to accommodate each object field selected at 308.

Columns 718 and 720 store the response ID and response timestamp,respectively. In some implementations, such information may indicate thetarget object's historical response to the particular recommended offer.Various signals may be tracked as a response ID. The response ID incolumn 718 may indicate the nature of the response, such as whether acontact accepted or rejected the presented offer. In some embodiments,the prediction model may be configured to record various downstreamconversion metrics which may be attributed back to an offer or actionassociated with the recommendation. For example, product purchase datamay be indicated in the response ID as whether a product associated withthe recommendation was purchased and a date of the purchase. As anotherexample, the response ID may indicate whether a customer action,associated with the recommendation, was taken at a later date. Otherresponses metrics may be extrapolated from customer feedback or ratings,such as via a performance survey.

Additionally, interactions with the offer may also be recorded, such aswhether a contact listened to the entire offer from a salesrepresentative, or whether a contact viewed an entire video of theoffer. The response timestamp in column 720 may indicate the date and/ortime the response was received or made by the target object.

Although data structure 700 is described with reference to contactobjects and offer objects, various features of various other objects maybe tracked and stored using data structure 700 based on the objectdefinitions identified.

According to various embodiments, by harmonizing the data into a singledata structure, such as data structure 700, a single model may be usedacross all offers to reduce the data requirements for recommending neweroffers that have not accumulated sufficient response data, such as byimplicitly leveraging response data from “similar” offers determinedusing attributes (offer features) on the offer object. Standard objectfeatures or custom object features for offer objects may be implementedto identify patterns across various offers. A single model also supportsfinding common patterns across the entire set of offers and surfacingthem in model metrics to provide better insights. This approach alsoimplicitly handles scenarios where some offers have sufficient responsesbut others do not.

With reference to FIG. 8, shown is an example method 800 for generatinga recommendation strategy, in accordance with one or more embodiments.FIG. 8 is described below in context of FIGS. 9-12, which show exampleuser interfaces (UIs) for associating various filter rules and otherbusiness rules with selected recommendations, in accordance with one ormore embodiments. In various embodiments, method 800 may be implementedby a user, such as an account manager of an in-house marketing team.Method 800 will be discussed with reference to the example of SunriseInsurance, previously discussed.

At 802, a user interface is provided for configuring a recommendationstrategy engine. FIGS. 9-12 show an example user interface 900 forconfiguring a recommendation strategy 990, in accordance with one ormore embodiments. As depicted, user interface 900 displaysrecommendations, filters, and business rules for insurance products foran insurance company, such as Sunrise Insurance previously discussed.

In various embodiments, user interface 900 comprises a canvas 910,ribbon 920, and toolbar 930. Ribbon 920 may include various commands andconfiguration options, including model configuration 922 which may beused to set the recommendation strategy for a particular geographicarea. As shown, the recommendation strategy is configured for contactsin the United States. Toolbar 930 includes various operations forconfiguring the recommendation strategy, such as load recommendation.Other operations may include recommendation logic such as filters,reoffer limits, and sorts. Other operations may include branch logicsuch as branch merge, branch selector, etc. Yet further operations mayinclude prediction configuration association. The various operations maybe implemented within canvas 910 to configure the recommendationstrategy.

At 804, one or more recommendations are loaded. As shown in FIG. 9, therecommendation strategy has been configured with three recommendationloads, each load operation indicating a recommendation which has beenloaded into the recommendation strategy. In the illustrated example,three product upsell offers have been loaded into canvas 910 by SunriseInsurance, including an upgrade to car insurance corresponding to carinsurance load 1010, additional home coverage corresponding to homeinsurance load 1020, and additional life insurance productscorresponding to life insurance load 1030. In some embodiments,recommendations are loaded onto canvas 910 by selecting the loadoperation from toolbar 930. In some embodiments, recommendations areloaded onto canvas 910 by dragging the load operation from the toolbarto a location on canvas 910. Loading the recommendation may prompt arecommendation configuration window to display in which the user mayselect particular offer objects or define custom offer objects. Suchoffers may include various associated object fields or features asdescribed above. Each loaded offer creates a decision branch in therecommendation strategy.

At 806, a recommendation strategy is configured for the loadedrecommendations. According to various embodiments, this may includeassociating the loaded recommendations with various business rules andfilters using recommendation logic and branch logic operations. Forexample, as shown in FIG. 9, each loaded recommendation is associatedwith at least one branch selector operation. A branch selector may beconfigured to create an expression for the corresponding branch thatflows through the element. If the expression is true, therecommendations in the branch are allowed through. If false, therecommendations in the branch do not progress any further through thestrategy. A “has car insurance” branch selector 1012 is applied to carinsurance load 1010. As such, the car insurance upsell recommendation1010 would only be a possible recommendation for a target object that isshown to already own car insurance.

Similarly, a “has home insurance” branch selector 1022 is applied tohome insurance load 1020, and a “has life insurance” branch selector1032 is applied to life insurance load 1030. Additionally, a “Hawaiifilter” branch selector 1024 has been applied to home insurance load1020, allowing the home insurance upsell offer through if the targetobject is determined to reside in Hawaii. For example, home insuranceload 1020 may correspond to an offer for tsunami and volcanic eruptioncoverage for homes located in island locations. Additionally, an “over50” branch selector 1034 is applied to life insurance load 1030,allowing the life insurance upsell offer through if the target object isdetermined to be over 50 years in age. For example, life insurance load1030 may correspond to an offer for long-term care insurance for dailyliving assistance, which is more appropriate for individuals over theage of 50.

According to various embodiments, the loaded recommendations may besorted into a single branch by “select upsell offers” branch mergeoperation 1040. In certain embodiments, branch merge operation 1040determines the maximum number of recommendations allowed through thesingle branch where the sort element (branch merge operation) is placed.As such, a branch merge operation, such as operation 1040, may beconfigured to select one or more recommendations based on predeterminedrequirements. For example, a number of the highest rankedrecommendations may be allowed to pass through the branch mergeoperation. However, other predetermined requirements may be configuredfor the branch merge operation, such as the lowest rankedrecommendations, or random selection, for example.

In the present example, branch merge 1040 may be configured to allowonly a single highest ranked recommendation through to be provided basedon the target object. The recommendations that pass through theirrespective branch selector operations may be ranked by a static rankingrule corresponding to business rules associated with business. Forexample, the car insurance upgrade may be ranked first, the additionalhome coverage second, and the additional life insurance product third.Thus, if the home insurance recommendation branch and the car insurancerecommendation branch are both selected based on their respective branchselector operation elements, the car insurance recommendation will besuggested for presentation over the home insurance recommendation bybranch merge operation 1040.

In some embodiments, the static ranking rule assigns a ranking score toeach recommendation which may be determined by the business. In someembodiments, the ranking score may correspond to an estimated propensityof a given contact to accept the recommendation. In some embodiments,the ranking score may be determined based on historic data, statisticscollected by the businesses, or any one of various other businessconsiderations. For example, Sunrise Insurance may have experienced adecline in customers for the car insurance sales, and as a result, hasdecided to offer the upgrade to car insurance to existing customerswhenever applicable and ranking it higher than the otherrecommendations. As another example, Sunrise Insurance may havehistorically been more successful in selling additional home coveragecompared to additional life insurance products, and as such, rank thehome insurance offer higher than the life insurance offer.

In some implementations, as with the load operations, these operationsmay be applied to respective recommendations by selecting the operationfrom toolbar 930. Selecting the operation may involve dragging theoperation from the toolbar to the corresponding branch of therecommendation load on the canvas. Loading the operation may prompt aconfiguration window to display in which the user may configure theoperation. The highest ranked recommendation then passes to outputoperation 1060, which may present the recommendation to a customerservice representative or to the contact directly, as described.

In some embodiments, retention offer load 1002 may also be loaded intorecommendation strategy 990. Retention offer load 1002 may correspond toa recommended retention offer for a target object instance, such as acustomer, who is at risk of attrition or cancellation of a product. Forexample, the recommended retention offer may be a discount on anexisting insurance policy of the target object customer. An “attritionrisk” branch selector 1050 may be configured to determine the risk ofattrition of a particular target object and determine whether to allowthe retention offer or the recommendation from branch merge operation1040. Alternatively, branch selector 1050 may be implemented as a branchmerge operation. For example, attrition risk branch selector 1050 mayallow the retention offer to pass if the attrition risk of a particularcontact is greater than 25%, otherwise it allows the highest rankedrecommendation from branch merge operation 1040. Retention offer load1002 and attrition risk branch selector 1050 are optional operations.

According to various embodiments, the risk of attrition may bedetermined by various methods, including by a generated predictive modelas discussed herein. Such a predictive model is focused on evaluating asingle recommendation (the retention offer). However, the systems andmethods for predictions described herein can be implemented to generatepredictive models that are further applied to prioritize multipleeligible offers in the recommendation strategy.

At 808, a prediction configuration is associated with the recommendationstrategy. In some embodiments, a prediction configuration, such as thatdetermined by method 300, is associated with recommendation strategy990. This may be performed by selecting prediction configurationoperation 1070 from toolbar 920 or dragging prediction configurationoperation 1070 from toolbar 920 into canvas 910. The selection of theprediction configuration operation may prompt a prediction configurationwindow to display on user interface 900 in which the user may generate aprediction configuration, such as via method 300, or select an existingprediction configuration.

As shown in FIG. 10, prediction configuration operation 1070 is loadedonto canvas 990. However, in FIG. 10, the prediction configuration isnot currently applied to any of the recommendations. In certainembodiments, initial selection of the prediction configuration operationmay arbitrarily place the prediction configuration within therecommendation strategy in canvas 910. The user may then select one ormore of the branches to associate the prediction configuration operation1070 with on user interface 900.

As shown in FIG. 11, prediction configuration operation 1070 has beenassociated with the branches corresponding to home insurance load 1020and the life insurance load 1030. As such, the car insurance load 1010remains rules based and does not run through the predictionconfiguration. However, the home insurance and life insurance offers arenow scored and ranked via the prediction configuration based on theobject features and object segment groups defined via method 300. Assuch, a single prediction model may be implemented for multiplerecommendations, rather than requiring a separate prediction model to beconfigured and generated for each recommendation which would requiregathering sufficient response data for each recommendation. In contrast,a single prediction model may be able to compare the likelihood ofacceptance of the multiple offers even if there is insufficient for acomplete standalone prediction model for one or more of the offers.

The prediction configuration may further be implemented with otherbusiness rules. As shown in FIG. 12, the upsell offers branch mergeoperation 1040 has been replaced with a prioritization operation 1080.In various embodiments, prioritization operations are configured tofilter branches based on the first non-empty branch in the order thatthey appear on the canvas, such as from top to bottom. Such element mayevaluate each branch in the specified order until it finds one thatcontains valid recommendations. When the element recognizes that abranch contains valid recommendations, it allows those recommendationsthrough and blocks recommendations from all other branches.

At 810, recommendations are provided based on propensity scoresgenerated by the prediction model. In some implementations, theassociated prediction configuration may score the recommendations basedon the propensity of a given target object (i.e., given contact) toaccept such recommendation and pass through the recommendation with thehighest propensity score. The propensity score will be based on theparticular object features of the contact as well as the offer making itmore personalized and targeted than the static ranking rule. Therecommendations scored by the prediction configuration must stillsatisfy the associated business rules, such as branch selectors andother filters. The recommendations may be scored in near real-time for agiven contact to provide focused recommendations during the interactionbetween the contact and a representative, website, or application.

In some embodiments, the propensity score may correspond to otherbusiness considerations. The prediction model may be additionally and/oralternatively configured to score the recommendations based on acombination of other business considerations such as optimizing revenueor profit. For example, the determined score for a recommendation maycorrespond to how well a corresponding offer would optimize profit basedon a likelihood of acceptance of such offer, the amount of potentialrevenue brought in by the offer, and/or business expenses associatedwith the offer. In some embodiments, the prediction model is configuredto score recommendations based on optimizing product variety for aparticular target object. For example, a particular recommendation mayreceive a higher score if data shows that the particular target objecthas not been previously provided or associated with a correspondingoffer.

In the example embodiment shown in FIG. 11, the recommendation with thehighest scoring propensity score is then compared with the ranking scoreof the car insurance recommendation, if applicable. In the exampleembodiments shown in FIG. 12, the first branch with a passingrecommendation is output by operation 1060. Thus, if the car insurancerecommendation passes branch selector 1012, then it would be selected tobe output even if the home insurance recommendation passed and includeda propensity score higher than the ranking score for the car insurancerecommendation. As explained, in some embodiments, multiplerecommendations may be output by operation 1060 depending on therecommendation strategy for a user to select.

According to various embodiments, the selected recommendations may thenbe implemented. For example, recommended offers may be presented to acontact, or recommended actions may be taken by representatives. In theexample of Sunrise Insurance, the sales representative, Raymond, may bepresented with the home insurance offer as the most relevant offer for agiven customer contact and provide the offer to the customer.

In some implementations, the recommendation strategy may be generatedusing an integrated user experience, allowing users to easily configurethe recommendation strategy and prediction configuration withstraightforward user actions, such as selecting or dragging operationson a user interface. The prediction configuration can also be integratedinto an existing recommendation strategy platform. With a singleconfiguration session, a prediction engine can be configured toautomatically build a prediction model and constantly monitor datamoving forward to update the model. As such, users may easily configureprediction models, without extensive knowledge or training in machinelearning or computer programming.

As previously described, in various embodiments, responses to therecommendations are identified and associated data is stored todynamically update the prediction model generated by the predictionconfiguration. However, in some embodiments, there must be sufficientdata in order for a prediction model to be generated. This issue mayarise where businesses have little or no historic data regarding offersand other recommendations, such as where a new offer is being launched.

In some embodiments, a randomized recommendation procedure isimplemented to gather enough data to generate an accurate predictionmodel, while seamlessly providing recommendations using static rankingrules and other business rules. Such randomized recommendation proceduremay implement AIB testing techniques. With reference to FIG. 13, shownis a diagram 1300 illustrating a predictive model training procedure, inaccordance with one or more embodiments. The diagram 1300 plots responsedata volume on the Y-axis against time (t) on the X-axis. Line 1356represents the cumulative amount of response data received or identifiedby the recommendation strategy system, which is stored in a featuredatabase. As shown by line 1356, the response data volume increases asresponses to recommendations are received over time. Although theresponse data volume shown by line 1356 is represented as a linearfunction of time, the response data volume may increase at varyingrates. Generally, the response data volume should increase with time.However, in some embodiments, the recommendation strategy system maypurge or isolate data of a certain age or data that is determined to beirrelevant such that response data volume may decrease over a period oftime in certain circumstances.

Dashed line 1352 represents the threshold amount of data required by theprediction configuration to generate a prediction model. As used herein,dashed line 1352 may also be referred to as data threshold 1352.According to various embodiments, until data threshold 1354 has beenreached, the recommendation strategy system may operate in training mode1310 in which the prediction engine is not implemented in scoringrecommendations. Data threshold 1352 may be determined by the user or bya threshold prediction accuracy. For example, a user determining theprediction configuration may set the data threshold 1352 to fivethousand responses. As another example, the user may set a thresholdprediction accuracy to 75%. Accordingly, the prediction configurationwill continue to gather response data until the prediction model cancorrectly predict which recommendations will be accepted by a particulartarget object 75% of the time based on training data. In someembodiments, the prediction model is generated and updated withadditional data during training mode 1310 until it is deemed to besufficiently trained. Thus, threshold 1352 may not be a fixed amountbecause additional or less data may be required. Data threshold 1352 mayalso be determined by any other suitable machine learning techniques.

In some embodiments, a minimum amount of data is also required togenerate a prediction model during training mode 1310. This minimumamount of data may also be predetermined and/or set by the user. Forexample, the prediction configuration may specify a minimum of fivehundred responses for each recommendation associated with the predictionconfiguration before a prediction model is generated.

Once the amount response data 1356 reaches data threshold 1352, theprediction model may be made available to score recommendations in theassociated recommendation strategy. This time point is depicted in FIG.13 by line 1354, which will be referred to herein as publish time 1354.At publish time 1354, the recommendation strategy system may beginoperating in prediction mode 1320. The user may also be notified andprovided with published metrics of the prediction model.

In various embodiments, the prediction model may be generated usingvarious machine learning techniques and algorithms. In some embodiments,the prediction model is associated with one or more computational layersof a neural network. In some embodiments, the prediction model maygenerate weighted coefficients applied to various object features toscore particular recommendations.

Training mode 1310 and prediction mode 1320 are further described in thecontext of FIG. 14 and FIG. 15. FIG. 14 shows an example method 1400 forcold start data gathering and prediction modeling, in accordance withone or more embodiments. At 1402, a recommendation strategy isdetermined and associated with a prediction configuration, as previouslydescribed with reference to methods 300 and 800.

At 1404, a ratio of recommendation ranking based on A/B testing tostatic ranking is configured. As shown in FIG. 13, in training mode1310, the prediction configuration may be configured to perform A/Btesting 1312 for a predetermined percentage of target object instancesrelative to static ranking 1314. For example, the user may setrecommendations to be provided by A/B testing 70% of the time and bystatic ranking 1314 for 30% of the time. Under static ranking 1314,recommendations are provided based on the specified operations in therecommendation strategy and the associated prediction operation isignored.

In some embodiments, under A/B testing 1312 loaded recommendations maybe provided based on various other considerations alternatively and/oradditionally to static ranking or other business rules. For example,loaded recommendations may be selected at random regardless of businessrules, such as branch merge operations. However, A/B testing may also beimplemented with business rules, such that only available recommendationbranches are selected from randomly. In some embodiments, one or more ofthe most popular loaded recommendations may be selected during A/Btesting 1312. The popularity of recommendations may be determined byvarious factors. For example, business or sales data may indicate whichoffers or products were redeemed or purchased the most by customers in agiven period of time. In some embodiments, a recommendation may berandomly selected from a group of the most popular recommendations.

In some embodiments, A/B testing may select recommendations based onassociated response data volumes. For example, a loaded recommendationwith the least amount of response data may be selected under A/Btesting. As another example, A/B testing may randomly select fromrecommendations with response data amounts beneath a threshold level. Insome embodiments, relative response data volume is taken into account.For example, A/B testing may randomly select from a predetermined amountof recommendations with the lowest response data volume.

In some embodiments, while A/B testing may provide relatively lesstargeted recommendations, the procedure can ensure that response data isgathered for all loaded recommendations, while adhering to basicconsumer and business considerations particularly when used inconjunction with other business rules and filters.

At 1406, response data for selected object fields is gathered forrecommendations provided via A/B testing and static ranking in trainingmode 1310. At this point, response data for recommendations providedusing static ranking may also be gathered. The selected object fieldsand object features for response data may be determined during theconfiguration of prediction configuration as previously described withreference to FIGS. 3-7. Response data may be stored in feature database250 or other database associated with the prediction engine.

At 1408, it is determined whether there is a minimum amount of responsedata to build accurate predictions. If data threshold 1352 has not beenmet, then method 1400 returns to 1406 to continue gathering additionalresponse data by implementing A/B testing and static ranking in trainingmode 1310 to update and refine the prediction model.

In some implementations, if data threshold 1352 has been reached, theadministrator is notified and metrics of the predictive model arepublished at 1410. The recommendation prediction system may then beginoperating in prediction mode 1320 to begin scoring recommendations whereapplicable in the recommendation strategy. Furthermore, the ratio of A/Btesting is adjusted for the prediction mode at 1412. In prediction mode1320, additional A/B testing may be performed in order to maintainsufficient response data for all loaded recommendations and prevent anyone recommendation from being overrepresented in the database.

In some embodiments, as shown in FIG. 13, in prediction mode 1320, theratio of A/B testing 1322 relative to prediction scoring 1324 is reducedin comparison to the percentage of A/B testing 1312 relative to staticranking 1314 in training mode 1310. For example, the user may specifythe prediction configuration to perform A/B testing for 10% of thetarget object instances. However, in some embodiments, the percentage ofA/B testing may remain the same or increase in the prediction mode.

At 1414, the predictive model is dynamically updated by response datafor recommendations made in prediction mode 1320. As response data isgathered for recommendations made in the prediction mode, the responsedata volume increases, allowing the prediction model to be furtherupdated and refined.

According to various embodiments, the described systems and methods areable to bootstrap businesses with little or no historic data byleveraging a combination of business rules and randomization techniques,enabling such businesses to deploy the described recommendationstrategies and associated prediction configurations while collectingmore response data that will dynamically update and improve thegenerated prediction models. As response data is collected for aprediction configuration, the prediction model may be rebuilt to reflectthe insights learned from responses. Model retraining frequency may bepredetermined and may depend on the rate at which responses arecollected. For example, a prediction model may be configured forretraining with updated information stored in the feature database everybusiness quarter. As another example, the prediction model may beupdated once a certain amount of additional response data is received.In certain embodiments, the prediction model is updated in real-time ornear real-time as response data is received.

FIG. 15 shows an example method 1500 for determining recommendations foroffers, in accordance with one or more embodiments. At 1502 a request tomake a recommendation is received. In various embodiments, the requestmay be generated by various means. In some embodiments, the request maybe made by a representative, such as a customer service representative.For example, such request may be generated upon accessing a customerprofile by a customer service representative. As another example, suchrequest may be generated when a customer logs into an account on amobile application or website.

At 1504, method 1500 determines whether a trained predictive model isavailable. If the data threshold has not been met, the prediction engineoperates in the training mode and proceeds to 1506 to determine whetherto apply A/B testing according to the training mode configuration.However, if data threshold has been met and an accurate prediction modelis available, then the prediction engine operates in the prediction modeand proceeds to 1508 to determine whether to apply A/B testing accordingto the prediction mode configuration.

In some implementations, the prediction configuration may specifydifferent rates of A/B testing for the training mode and the predictionmode. In the training mode, if it is determined to provide arecommendation based on A/B testing at 1506, method 1500 continues to1510 to provide a recommendation based on the corresponding A/B testingconfiguration. The recommendation may be presented to a correspondingcontact or other target object, and the response is identified at 1516.The response data and corresponding object features may then be storedand used to update the predictive model. Alternatively, if A/B testingis not to be implemented in the training mode at 1506, a recommendationis provided based on static ranking rules at 1512. The recommendationmay be presented to a corresponding contact or other target objectinstance, and the response is identified at 1516.

In the prediction mode, if it is determined to provide a recommendationbased on the corresponding A/B testing at 1508, method 1500 continues to1510 to provide a recommendation based on the corresponding A/B testingconfiguration. According to various embodiments, the recommendation maybe presented to a corresponding contact or other target object instance,and the response is identified at 1516. Alternatively, if A/B testing isnot to be implemented in the prediction mode at 1508, a recommendationis provided based on the trained predictive model at 1514. Therecommendation may be presented to a corresponding contact or othertarget object instance, and the response is identified at 1516.

FIG. 16 shows a block diagram of an example of an environment 1610 thatincludes an on-demand database service configured in accordance withsome implementations. Environment 1610 may include user systems 1612,network 1614, database system 1616, processor system 1617, applicationplatform 1618, network interface 1620, tenant data storage 1622, tenantdata 1623, system data storage 1624, system data 1625, program code1626, process space 1628, User Interface (UI) 1630, Application ProgramInterface (API) 1632, PL/SOQL 1634, save routines 1636, applicationsetup mechanism 1638, application servers 1650-1 through 1650-N, systemprocess space 1652, tenant process spaces 1654, tenant managementprocess space 1660, tenant storage space 1662, user storage 1664, andapplication metadata 1666. Some of such devices may be implemented usinghardware or a combination of hardware and software and may beimplemented on the same physical device or on different devices. Thus,terms such as “data processing apparatus,” “machine,” “server” and“device” as used herein are not limited to a single hardware device, butrather include any hardware and software configured to provide thedescribed functionality.

An on-demand database service, implemented using system 1616, may bemanaged by a database service provider. Some services may storeinformation from one or more tenants into tables of a common databaseimage to form a multi-tenant database system (MTS). As used herein, eachMIS could include one or more logically and/or physically connectedservers distributed locally or across one or more geographic locations.Databases described herein may be implemented as single databases,distributed databases, collections of distributed databases, or anyother suitable database system. A database image may include one or moredatabase objects. A relational database management system (RDBMS) or asimilar system may execute storage and retrieval of information againstthese objects.

In some implementations, the application platform 18 may be a frameworkthat allows the creation, management, and execution of applications insystem 1616. Such applications may be developed by the database serviceprovider or by users or third-party application developers accessing theservice. Application platform 1618 includes an application setupmechanism 1638 that supports application developers' creation andmanagement of applications, which may be saved as metadata into tenantdata storage 1622 by save routines 1636 for execution by subscribers asone or more tenant process spaces 1654 managed by tenant managementprocess 1660 for example. Invocations to such applications may be codedusing PL/SOQL 1634 that provides a programming language style interfaceextension to API 1632. A detailed description of some PL/SOQL languageimplementations is discussed in commonly assigned U.S. Pat. No.7,730,478, titled METHOD AND SYSTEM FOR ALLOWING ACCESS TO DEVELOPEDAPPLICATIONS VIA A MULTI-TENANT ON-DEMAND DATABASE SERVICE, by CraigWeissman, issued on Jun. 1, 2010, and hereby incorporated by referencein its entirety and for all purposes. Invocations to applications may bedetected by one or more system processes. Such system processes maymanage retrieval of application metadata 1666 for a subscriber makingsuch an invocation. Such system processes may also manage execution ofapplication metadata 1666 as an application in a virtual machine.

In some implementations, each application server 1650 may handlerequests for any user associated with any organization. A load balancingfunction (e.g., an F5 Big-IP load balancer) may distribute requests tothe application servers 1650 based on an algorithm such asleast-connections, round robin, observed response time, etc. Eachapplication server 1650 may be configured to communicate with tenantdata storage 1622 and the tenant data 1623 therein, and system datastorage 1624 and the system data 1625 therein to serve requests of usersystems 1612. The tenant data 1623 may be divided into individual tenantstorage spaces 1662, which can be either a physical arrangement and/or alogical arrangement of data. Within each tenant storage space 1662, userstorage 1664 and application metadata 1666 may be similarly allocatedfor each user. For example, a copy of a user's most recently used (MRU)items might be stored to user storage 1664. Similarly, a copy of MRUitems for an entire tenant organization may be stored to tenant storagespace 1662. A UI 1630 provides a user interface and an API 1632 providesan application programming interface to system 1616 resident processesto users and/or developers at user systems 1612.

System 1616 may implement a web-based learning platform and/orapplication or service. For example, in some implementations, system1616 may include application servers configured to implement and executesoftware applications related to the learning platform and/or theapplication or service. The application servers may be configured toprovide related data, code, forms, web pages and other information toand from user systems 1612. Additionally, the application servers may beconfigured to store information to, and retrieve information from adatabase system. Such information may include related data, objects,and/or Webpage content. With a multi-tenant system, data for multipletenants may be stored in the same physical database object in tenantdata storage 1622, however, tenant data may be arranged in the storagemedium(s) of tenant data storage 1622 so that data of one tenant is keptlogically separate from that of other tenants. In such a scheme, onetenant may not access another tenant's data, unless such data isexpressly shared.

Several elements in the system shown in FIG. 7 include conventional,well-known elements that are explained only briefly here. For example,user system 1612 may include processor system 1612A, memory system16126, input system 1612C, and output system 7 12D. A user system 1612may be implemented as any computing device(s) or other data processingapparatus such as a mobile phone, laptop computer, tablet, desktopcomputer, or network of computing devices. User system 12 may run anInternet browser allowing a user (e.g., a subscriber of an MTS) of usersystem 1612 to access, process and view information, pages andapplications available from system 1616 over network 1614. Network 1614may be any network or combination of networks of devices thatcommunicate with one another, such as any one or any combination of aLAN (local area network), WAN (wide area network), wireless network, orother appropriate configuration.

The users of user systems 1612 may differ in their respectivecapacities, and the capacity of a particular user system 1612 to accessinformation may be determined at least in part by “permissions” of thethe particular user system 1612. As discussed herein, permissionsgenerally govern access to computing resources such as data objects,components, and other entities of a computing system, such as a learningplatform, a social networking system, a CRM database system, and/or anyother type of application or service. “Permission sets” generally referto groups of permissions that may be assigned to users of such acomputing environment. For instance, the assignments of users andpermission sets may be stored in one or more databases of System 1616.Thus, users may receive permission to access certain resources. Apermission server in an on-demand database service environment can storecriteria data regarding the types of users and permission sets to assignto each other. For example, a computing device can provide to the serverdata indicating an attribute of a user (e.g., geographic location,industry, role, level of experience, etc.) and particular permissions tobe assigned to the users fitting the attributes. Permission sets meetingthe criteria may be selected and assigned to the users. Moreover,permissions may appear in multiple permission sets. In this way, theusers can gain access to the components of a system.

In some an on-demand database service environments, an ApplicationProgramming Interface (API) may be configured to expose a collection ofpermissions and their assignments to users through appropriatenetwork-based services and architectures, for instance, using SimpleObject Access Protocol (SOAP) Web Service and Representational StateTransfer (REST) APIs.

In some implementations, a permission set may be presented to anadministrator as a container of permissions. However, each permission insuch a permission set may reside in a separate API object exposed in ashared API that has a child-parent relationship with the same permissionset object. This allows a given permission set to scale to millions ofpermissions for a user while allowing a developer to take advantage ofjoins across the API objects to query, insert, update, and delete anypermission across the millions of possible choices. This makes the APIhighly scalable, reliable, and efficient for developers to use.

In some implementations, a permission set API constructed using thetechniques disclosed herein can provide scalable, reliable, andefficient mechanisms for a developer to create tools that manage auser's permissions across various sets of access controls and acrosstypes of users. Administrators who use this tooling can effectivelyreduce their time managing a user's rights, integrate with externalsystems, and report on rights for auditing and troubleshooting purposes.By way of example, different users may have different capabilities withregard to accessing and modifying application and database information,depending on a user's security or permission level, also calledauthorization. In systems with a hierarchical role model, users at onepermission level may have access to applications, data, and databaseinformation accessible by a lower permission level user, but may nothave access to certain applications, database information, and dataaccessible by a user at a higher permission level.

As discussed above, system 1616 may provide on-demand database serviceto user systems 1612 using an MTS arrangement. By way of example, onetenant organization may be a company that employs a sales force whereeach salesperson uses system 1616 to manage their sales process. Thus, auser in such an organization may maintain contact data, leads data,customer follow-up data, performance data, goals and progress data,etc., all applicable to that user's personal sales process (e.g., intenant data storage 1622). In this arrangement, a user may manage his orher sales efforts and cycles from a variety of devices, since relevantdata and applications to interact with (e.g., access, view, modify,report, transmit, calculate, etc.) such data may be maintained andaccessed by any user system 1612 having network access.

When implemented in an MIS arrangement, system 1616 may separate andshare data between users and at the organization-level in a variety ofmanners. For example, for certain types of data each user's data mightbe separate from other users' data regardless of the organizationemploying such users. Other data may be organization-wide data, which isshared or accessible by several users or potentially all users form agiven tenant organization. Thus, some data structures managed by system1616 may be allocated at the tenant level while other data structuresmight be managed at the user level. Because an MTS might supportmultiple tenants including possible competitors, the MTS may havesecurity protocols that keep data, applications, and application useseparate. In addition to user-specific data and tenant-specific data,system 1616 may also maintain system-level data usable by multipletenants or other data. Such system-level data may include industryreports, news, postings, and the like that are shareable between tenantorganizations.

In some implementations, user systems 1612 may be client systemscommunicating with application servers 1650 to request and updatesystem-level and tenant-level data from system 1616. By way of example,user systems 1612 may send one or more queries requesting data of adatabase maintained in tenant data storage 1622 and/or system datastorage 1624. An application server 1650 of system 1616 mayautomatically generate one or more SQL statements (e.g., one or more SQLqueries) that are designed to access the requested data. System datastorage 1624 may generate query plans to access the requested data fromthe database.

The database systems described herein may be used for a variety ofdatabase applications. By way of example, each database can generally beviewed as a collection of objects, such as a set of logical tables,containing data fitted into predefined categories. A “table” is onerepresentation of a data object, and may be used herein to simplify theconceptual description of objects and custom objects according to someimplementations. It should be understood that “table” and “object” maybe used interchangeably herein. Each table generally contains one ormore data categories logically arranged as columns or fields in aviewable schema. Each row or record of a table contains an instance ofdata for each category defined by the fields. For example, a CRMdatabase may include a table that describes a customer with fields forbasic contact information such as name, address, phone number, faxnumber, etc. Another table might describe a purchase order, includingfields for information such as customer, product, sale price, date, etc.In some multi-tenant database systems, standard entity tables might beprovided for use by all tenants. For CRM database applications, suchstandard entities might include tables for case, account, contact, lead,and opportunity data objects, each containing pre-defined fields. Itshould be understood that the word “entity” may also be usedinterchangeably herein with “object” and “table”.

In some implementations, tenants may be allowed to create and storecustom objects, or they may be allowed to customize standard entities orobjects, for example by creating custom fields for standard objects,including custom index fields. Commonly assigned U.S. Pat. No.7,779,039, titled CUSTOM ENTITIES AND FIELDS IN A MULTI-TENANT DATABASESYSTEM, by Weissman et al., issued on Aug. 17, 2010, and herebyincorporated by reference in its entirety and for all purposes, teachessystems and methods for creating custom objects as well as customizingstandard objects in an MTS. In certain implementations, for example, allcustom entity data rows may be stored in a single multi-tenant physicaltable, which may contain multiple logical tables per organization. Itmay be transparent to customers that their multiple “tables” are in factstored in one large table or that their data may be stored in the sametable as the data of other customers.

FIG. 17A shows a system diagram of an example of architecturalcomponents of an on-demand database service environment 1700, configuredin accordance with some implementations. A client machine located in thecloud 1704 may communicate with the on-demand database serviceenvironment via one or more edge routers 1708 and 1712. A client machinemay include any of the examples of user systems 1612 described above.The edge routers 1708 and 1712 may communicate with one or more coreswitches 1720 and 1724 via firewall 1716. The core switches maycommunicate with a load balancer 1728, which may distribute server loadover different pods, such as the pods 1740 and 1744 by communication viapod switches 1732 and 1736. The pods 1740 and 1744, which may eachinclude one or more servers and/or other computing resources, mayperform data processing and other operations used to provide on-demandservices. Components of the environment may communicate with a databasestorage 1756 via a database firewall 1748 and a database switch 1752.

Accessing an on-demand database service environment may involvecommunications transmitted among a variety of different components. Theenvironment 1700 is a simplified representation of an actual on-demanddatabase service environment. For example, some implementations of anon-demand database service environment may include anywhere from one tomany devices of each type. Additionally, an on-demand database serviceenvironment need not include each device shown, or may includeadditional devices not shown, in FIGS. 17A and 17B.

The cloud 1704 refers to any suitable data network or combination ofdata networks, which may include the Internet. Client machines locatedin the cloud 1704 may communicate with the on-demand database serviceenvironment 1700 to access services provided by the on-demand databaseservice environment 1700. By way of example, client machines may accessthe on-demand database service environment 1700 to retrieve, store,edit, and/or process a variety of information such as learning contentfrom a learning platform or data from an application or service such asa CRM platform.

In some implementations, the edge routers 1708 and 1712 route packetsbetween the cloud 1704 and other components of the on-demand databaseservice environment 1700. The edge routers 1708 and 1712 may employ theBorder Gateway Protocol (BGP). The edge routers 1708 and 1712 maymaintain a table of IP networks or ‘prefixes’, which designate networkreachability among autonomous systems on the Internet.

In one or more implementations, the firewall 1716 may protect the innercomponents of the environment 1700 from Internet traffic. The firewall1716 may block, permit, or deny access to the inner components of theon-demand database service environment 1700 based upon a set of rulesand/or other criteria. The firewall 1716 may act as one or more of apacket filter, an application gateway, a stateful filter, a proxyserver, or any other type of firewall.

In some implementations, the core switches 1720 and 1724 may behigh-capacity switches that transfer packets within the environment1700. The core switches 1720 and 1724 may be configured as networkbridges that quickly route data between different components within theon-demand database service environment. The use of two or more coreswitches 1720 and 1724 may provide redundancy and/or reduced latency.

In some implementations, communication between the pods 1740 and 1744may be conducted via the pod switches 1732 and 1736. The pod switches1732 and 1736 may facilitate communication between the pods 1740 and1744 and client machines, for example via core switches 1720 and 1724.Also or alternatively, the pod switches 1732 and 1736 may facilitatecommunication between the pods 1740 and 1744 and the database storage1756. The load balancer 1728 may distribute workload between the pods,which may assist in improving the use of resources, increasingthroughput, reducing response times, and/or reducing overhead. The loadbalancer 1728 may include multilayer switches to analyze and forwardtraffic.

In some implementations, access to the database storage 1756 may beguarded by a database firewall 1748, which may act as a computerapplication firewall operating at the database application layer of aprotocol stack. The database firewall 1748 may protect the databasestorage 1756 from application attacks such as structure query language(SQL) injection, database rootkits, and unauthorized informationdisclosure. The database firewall 1748 may include a host using one ormore forms of reverse proxy services to proxy traffic before passing itto a gateway router and/or may inspect the contents of database trafficand block certain content or database requests. The database firewall1748 may work on the SQL application level atop the TCP/IP stack,managing applications' connection to the database or SQL managementinterfaces as well as intercepting and enforcing packets traveling to orfrom a database network or application interface.

In some implementations, the database storage 1756 may be an on-demanddatabase system shared by many different organizations. The on-demanddatabase service may employ a single-tenant approach, a multi-tenantapproach, a virtualized approach, or any other type of databaseapproach. Communication with the database storage 1756 may be conductedvia the database switch 1752. The database storage 1756 may includevarious software components for handling database queries. Accordingly,the database switch 1752 may direct database queries transmitted byother components of the environment (e.g., the pods 1740 and 1744) tothe correct components within the database storage 1756.

FIG. 17B shows a system diagram further illustrating an example ofarchitectural components of an on-demand database service environment,in accordance with some implementations. The pod 1744 may be used torender services to user(s) of the on-demand database service environment1700. The pod 1744 may include one or more content batch servers 1764,content search servers 1768, query servers 1782, file servers 1786,access control system (ACS) servers 1780, batch servers 1784, and appservers 1788. Also, the pod 1744 may include database instances 1790,quick file systems (QFS) 1792, and indexers 1794. Some or allcommunication between the servers in the pod 1744 may be transmitted viathe switch 1736.

In some implementations, the app servers 1788 may include a frameworkdedicated to the execution of procedures (e.g., programs, routines,scripts) for supporting the construction of applications provided by theon-demand database service environment 1700 via the pod 1744. One ormore instances of the app server 1788 may be configured to execute allor a portion of the operations of the services described herein.

In some implementations, as discussed above, the pod 1744 may includeone or more database instances 1790. A database instance 1790 may beconfigured as an MTS in which different organizations share access tothe same database, using the techniques described above. Databaseinformation may be transmitted to the indexer 1794, which may provide anindex of information available in the database 1790 to file servers1786. The QFS 1792 or other suitable filesystem may serve as arapid-access file system for storing and accessing information availablewithin the pod 1744. The QFS 1792 may support volume managementcapabilities, allowing many disks to be grouped together into a filesystem. The QFS 1792 may communicate with the database instances 1790,content search servers 1768 and/or indexers 1794 to identify, retrieve,move, and/or update data stored in the network file systems (NFS) 1796and/or other storage systems.

In some implementations, one or more query servers 1782 may communicatewith the NFS 1796 to retrieve and/or update information stored outsideof the pod 1744. The NFS 1796 may allow servers located in the pod 1744to access information over a network in a manner similar to how localstorage is accessed. Queries from the query servers 1722 may betransmitted to the NFS 1796 via the load balancer 1728, which maydistribute resource requests over various resources available in theon-demand database service environment 1700. The NFS 1796 may alsocommunicate with the QFS 1792 to update the information stored on theNFS 1796 and/or to provide information to the QFS 1792 for use byservers located within the pod 1744.

In some implementations, the content batch servers 1764 may handlerequests internal to the pod 1744. These requests may be long-runningand/or not tied to a particular customer, such as requests related tolog mining, cleanup work, and maintenance tasks. The content searchservers 1768 may provide query and indexer functions such as functionsallowing users to search through content stored in the on-demanddatabase service environment 1700. The file servers 1786 may managerequests for information stored in the file storage 1798, which maystore information such as documents, images, basic large objects(BLOBS), etc. The query servers 1782 may be used to retrieve informationfrom one or more file systems. For example, the query system 1782 mayreceive requests for information from the app servers 1788 and thentransmit information queries to the NFS 1796 located outside the pod1744. The ACS servers 1780 may control access to data, hardwareresources, or software resources called upon to render services providedby the pod 1744. The batch servers 1784 may process batch jobs, whichare used to run tasks at specified times. Thus, the batch servers 1784may transmit instructions to other servers, such as the app servers1788, to trigger the batch jobs.

While some of the disclosed implementations may be described withreference to a system having an application server providing a front endfor an on-demand database service capable of supporting multipletenants, the disclosed implementations are not limited to multi-tenantdatabases nor deployment on application servers. Some implementationsmay be practiced using various database architectures such as ORACLE®,DB2® by IBM and the like without departing from the scope of presentdisclosure.

FIG. 18 illustrates one example of a computing device. According tovarious embodiments, a system 1800 suitable for implementing embodimentsdescribed herein includes a processor 1801, a memory module 1803, astorage device 1805, an interface 1811, and a bus 1815 (e.g., a PCI busor other interconnection fabric.) System 1800 may operate as variety ofdevices such as an application server, a database server, or any otherdevice or service described herein. Although a particular configurationis described, a variety of alternative configurations are possible. Theprocessor 1801 may perform operations such as those described herein.Instructions for performing such operations may be embodied in thememory 1803, on one or more non-transitory computer readable media, oron some other storage device. Various specially configured devices canalso be used in place of or in addition to the processor 1801. Theinterface 1811 may be configured to send and receive data packets over anetwork. Examples of supported interfaces include, but are not limitedto: Ethernet, fast Ethernet, Gigabit Ethernet, frame relay, cable,digital subscriber line (DSL), token ring. Asynchronous Transfer Mode(ATM), High-Speed Serial Interface (HSSI), and Fiber Distributed DataInterface (FDDI). These interfaces may include ports appropriate forcommunication with the appropriate media. They may also include anindependent processor and/or volatile RAM. A computer system orcomputing device may include or communicate with a monitor, printer, orother suitable display for providing any of the results mentioned hereinto a user.

Any of the disclosed implementations may be embodied in various types ofhardware, software, firmware, computer readable media, and combinationsthereof. For example, some techniques disclosed herein may beimplemented, at least in part, by computer-readable media that includeprogram instructions, state information, etc., for configuring acomputing system to perform various services and operations describedherein. Examples of program instructions include both machine code, suchas produced by a compiler, and higher-level code that may be executedvia an interpreter. Instructions may be embodied in any suitablelanguage such as, for example, Apex, Java, Python, C++, C, HTML, anyother markup language, JavaScript, ActiveX, VBScript, or Perl. Examplesof computer-readable media include, but are not limited to: magneticmedia such as hard disks and magnetic tape; optical media such as flashmemory, compact disk (CD) or digital versatile disk (DVD);magneto-optical media; and other hardware devices such as read-onlymemory (“ROM”) devices and random-access memory (“RAM”) devices. Acomputer-readable medium may be any combination of such storage devices.

In the foregoing specification, various techniques and mechanisms mayhave been described in singular form for clarity. However, it should benoted that some embodiments include multiple iterations of a techniqueor multiple instantiations of a mechanism unless otherwise noted. Forexample, a system uses a processor in a variety of contexts but can usemultiple processors while remaining within the scope of the presentdisclosure unless otherwise noted. Similarly, various techniques andmechanisms may have been described as including a connection between twoentities. However, a connection does not necessarily mean a direct,unimpeded connection, as a variety of other entities (e.g., bridges,controllers, gateways, etc.) may reside between the two entities.

In the foregoing specification, reference was made in detail to specificembodiments including one or more of the best modes contemplated by theinventors. While various implementations have been described herein, itshould be understood that they have been presented by way of exampleonly, and not limitation. For example, some techniques and mechanismsare described herein in the context of on-demand computing environmentsthat include MTSs. However, the techniques of the present inventionapply to a wide variety of computing environments. Particularembodiments may be implemented without some or all of the specificdetails described herein. In other instances, well known processoperations have not been described in detail in order not tounnecessarily obscure the present invention. Accordingly, the breadthand scope of the present application should not be limited by any of theimplementations described herein, but should be defined only inaccordance with the claims and their equivalents.

The invention claimed is:
 1. A method comprising: transmitting via acommunications interface one or more instructions for providing agraphical user interface (GUI) for presentation at a client device, thegraphical user interface identifying a plurality of object definitions;processing an indication of a selection of a designated objectdefinition of the plurality of object definitions; configuring aprediction model based, at least in part, on the designated objectdefinition that has been selected; generating, using the predictionmodel, for each of a plurality of recommendations, a corresponding oneof a plurality of propensity scores in association with a target objectinstance of the designated object definition based, at least in part, ona set of data field values associated with the target object instance ofthe designated object definition; selecting at least one recommendationof the plurality of recommendations based, at least in part, on thecorresponding propensity score; and dynamically updating the predictionmodel based, at least in part, on a response to the selectedrecommendation.
 2. The method recited in claim 1, wherein eachpropensity score indicates a respective probability that the selectedone of the plurality of recommendations will be accepted.
 3. The methodrecited in claim 1, wherein selecting at least one recommendation isperformed according to a filter rule.
 4. The method recited in claim 1,further comprising: ordering the plurality of recommendations based, atleast in part, on a predetermined hierarchy.
 5. The method recited inclaim 1, the method further comprising: processing an indication of aselection of one or more object fields associated with the designatedobject definition; wherein the prediction model is further configuredbased, on the one or more object fields that have been selected.
 6. Themethod recited in claim 5, the method further comprising: selecting thetarget object instance based, at least in part, on a prediction group,the prediction group being based on a designated one of the objectfields.
 7. The method recited claim 1, wherein the designated objectdefinition is a contact object associated with an account object.
 8. Themethod recited in claim 1, wherein the prediction model is dynamicallyupdated based on a plurality of responses, each response correspondingto a respective one of the recommendations.
 9. A database systemimplemented using a server system, the database system configurable tocause: transmitting via a communications interface one or moreinstructions for providing a graphical user interface (GUI) forpresentation at a client device, the graphical user interfaceidentifying a plurality of object definitions; processing an indicationof a selection of a designated object definition of the plurality ofobject definitions; configuring a prediction model based, at least inpart, on the designated object definition that has been selected;generating, using the prediction model, for each of a plurality ofrecommendations, a corresponding one of a plurality of propensity scoresin association with a target object instance of the designated objectdefinition based, at least in part, on a set of data field valuesassociated with the target object instance of the designated objectdefinition; selecting at least one recommendation of the plurality ofrecommendations based, at least in part, on the corresponding propensityscore; and dynamically updating the prediction model based, at least inpart, on a response to the selected recommendation.
 10. The computingsystem recited in claim 9, wherein each propensity score indicates arespective probability that the selected one of the plurality ofrecommendations will be accepted.
 11. The database system as recited inclaim 9, the database system further configurable to cause: processingan indication of a selection of one or more object fields associatedwith the designated object definition; wherein the prediction model isfurther configured based, on the one or more object fields that havebeen selected.
 12. One or more non-transitory computer readable mediahaving instructions stored thereon for performing a method, the methodcomprising: transmitting via a communications interface one or moreinstructions for providing a graphical user interface (GUI) forpresentation at a client device, the graphical user interfaceidentifying a plurality of object definitions; processing an indicationof a selection of a designated object definition of the plurality ofobject definitions; configuring a prediction model based, at least inpart, on the designated object definition that has been selected;generating, using the prediction model, for each of a plurality ofrecommendations, a corresponding one of a plurality of propensity scoresin association with a target object instance of the designated objectdefinition based, at least in part, on a set of data field valuesassociated with the target object instance of the designated objectdefinition; selecting at least one recommendation of the plurality ofrecommendations based, at least in part, on the corresponding propensityscore; and dynamically updating the prediction model based, at least inpart, on a response to the selected recommendation.
 13. The databasesystem as recited in claim 11, the database system further configurableto cause: selecting the target object instance based, at least in part,on a prediction group, the prediction group being based on a designatedone of the object fields.
 14. The database system as recited in claim11, wherein the designated object definition is a contact objectassociated with an account object.
 15. The non-transitorycomputer-readable media as recited in claim 12, the method furthercomprising: processing an indication of a selection of one or moreobject fields associated with the designated object definition; whereinthe prediction model is further configured based, on the one or moreobject fields that have been selected.
 16. The non-transitorycomputer-readable media as recited in claim 12, the method furthercomprising: selecting the target object instance based, at least inpart, on a prediction group, the prediction group being based on adesignated one of the object fields.
 17. The non-transitorycomputer-readable media as recited in claim 12, wherein the designatedobject definition is a contact object associated with an account object.